page_title: 1996 United States presidential election
section_title: Campaign
hierarchical_section_title: 1996 United States presidential election / General election / Campaign
caption_attribution_description: English: Bob Dole and Bill Clinton during the first presidential debate of the 1996 election, held in Hartford, Connecticut.
context_page_description: The 1996 United States presidential election was the 53rd quadrennial presidential election. It was held on Tuesday, November 5, 1996. Incumbent Democratic President Bill Clinton defeated former Senate Majority Leader Bob Dole, the Republican nominee, and Ross Perot, the Reform Party nominee.
  Clinton and Vice President Al Gore were re-nominated without incident by the Democratic Party. Numerous candidates entered the 1996 Republican primaries, with Dole considered the early front-runner. Dole clinched the nomination after defeating challenges by publisher Steve Forbes and paleoconservative leader Pat Buchanan. Dole's running mate was Jack Kemp, a former Congressman and football player who had served as the Housing Secretary under President George H. W. Bush. Ross Perot, who had won 18.9% of the popular vote as an independent candidate in the 1992 election, ran as the candidate of the Reform Party. Perot received less media attention in 1996 and was excluded from the presidential debates.
  Clinton's chances of winning were initially considered slim in the middle of his term as his party had lost both the House of Representatives and the Senate in 1994 for the first time in decades.
context_section_description: Without meaningful primary opposition, Clinton was able to focus on the general election early, while Dole was forced to move to the right and spend his campaign reserves fighting off challengers. Political adviser Dick Morris urged Clinton to raise huge sums of campaign funds via soft money for an unprecedented early TV blitz of swing states promoting Clinton's agenda and record. As a result, Clinton could run a campaign through the summer defining his opponent as an aged conservative far from the mainstream before Dole was in a position to respond. Compared to the 50-year-old Clinton, then 73-year-old Dole appeared especially old and frail, as illustrated by an embarrassing fall off a stage during a campaign event in Chico, California. Dole further enhanced this contrast on September 18 when he made a reference to a no-hitter thrown the day before by Hideo Nomo of the "Brooklyn Dodgers", a team that had left Brooklyn for Los Angeles 38 years earlier. A few days later Dole would make a joke about the remark by saying, "And I'd like to congratulate the St. Louis Cardinals on winning the N.L. Central. Notice I said the St. Louis Cardinals, not the St. Louis Browns." (The Browns had left St. Louis after the 1954 season to become the Baltimore Orioles.)
  Dole chose to focus on Clinton as being "part of the spoiled baby boomer generation" and stating, "My generation won [World War II], and we may need to be called to service one last time." Although his message won appeal with older voters, surveys found that his age was widely held as a liability and his frequent allusions to WWII and the Great Depression in speeches and campaign ads "unappealing" to younger voters. To prove that he was still healthy and active, Dole released all of his medical records to the public and published photographs of himself running on a treadmill. After the falling incident in California, he joked that he "was trying to do that new Democratic dance, the macarena."
  
  The Clinton campaign avoided mentioning Dole's age directly, instead choosing to confront it in more subtle ways such as the campaign slogan "Building Bridges to the Future" in contrast to the Republican candidate's frequent remarks that he was a "bridge to the past", before the social upheavals of the 1960s. Clinton, without actually calling Dole old, questioned the age of his ideas.
  With respect to the issues, Dole promised a 15% across-the-board reduction in income tax rates and made former Congressman and supply side advocate Jack Kemp his running mate. Bill Clinton framed the narrative against Dole early, painting him as a mere clone of unpopular House Speaker Newt Gingrich, warning America that Bob Dole would work in concert with the Republican Congress to slash popular social programs, like Medicare and Social Security, dubbed by Clinton as "Dole-Gingrich". Bob Dole's tax-cut plan found itself under attack from the White House, who said it would "blow a hole in the deficit," which had been cut nearly in half during his opponent's term.
  Throughout the run-up to the general election, Clinton maintained comfortable leads in the polls over Dole and Perot. The televised debates featured only Dole and Clinton, locking out Perot and the other minor candidates from the discussion. Perot, who had been allowed to participate in the 1992 debates, would eventually take his case to court, seeking damages from not being in the debate, as well as citing unfair coverage from the major media outlets.
  Throughout this campaign, Clinton was always leading in the polls, generally by large margins. In October, Republican National Committee "operatives urg[ed] their party's Congressional candidates to cut loose from Bob Dole and press voters to maintain a Republican majority" and spent $4 million on advertising in targeted districts.
caption: Dole (left) and Clinton (right) at the first presidential debate on October 6, 1996 at The Bushnell Center for the Performing Arts in Hartford, Connecticut.
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